by Rick Dearborn.

The biggest mistake anyone can make in producing a marketing video is also the most common:  It’s what I call, ‘hosing down the business.’

Here ‘s an example:  Imagine you’re a firefighter and you arrive at the scene of a fire.   You see smoke beginning to come out of an upstairs window.  Do you take out a giant fire hose and begin spraying down the entire house?  Of course not.  You identify the specific area that’s burning, and go after that.  Not only do you get the fire out faster, you conserve a lot of water in the process.

The first temptation in creating a marketing video is to grab a camera, and shoot everything you feel is important about your business.    When you do that, you break just about every marketing rule there is.

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